郵輪業中英文對照外文翻譯文獻郵輪業中英文對照外文翻譯文獻(文檔含英文原文和中文翻譯)ExploringAsianCruiseTravelers’TravelExperienceandPerception

ABSTRACTThisstudyaimstoexploreAsiancruisetravelers’cruiseexperienceanditsmultidimensionalperceptionofcruisingaswellastheeffectoftravelers’perceptiononsatisfactionandbehavioralintention.InordertomeasureAsiantravelers’multidimensionalperceptions,surveyitemswereadaptedfromSERVQUALandSERV-PERVAL.Exploratoryfactoranalysiswasperformedfirsttoidentifytravelers’multidimensionalperceptionsontravelexperience.Subsequently,amultipleregressionwasconductedsothatresearchersexaminehowthetourist’perceptionsaffecttravelers’satisfactionandbehavioralintention.StatisticalresultsshowedthatAsiancruisetravelershavetwodimensionalperceptionsandeachperceptioncanbenamedas“perceivedquality”and“perceivedvalue”.Theperceivedqualityhasfourcomponents.Theyare“Facility”,“F&B”,“Entertainment”,and“Staff”,andtheperceivedvalueconsistsofthreecomponentsincluding“Emotionalresponse”,“Perceivedprice”,and“Behavioralpriceandreputation”.Accordingtothestatisticalresults,travelers’perceptionsoncruiseexperiencingaffecttravelsatisfactionandtravelers’behavioralintention.

Keywords:Asiancruisetourists,Cruisingexperience,Perceptiondimensionality,

Perceivedquality,Perceivedvalue

INTRODUCTIONThecruiseindustryhasbeenexperiencingdramaticgrowthintheinternationaltourismsector.AccordingtotheCruiseLineInternationalAssociation(CLIA),itsaveragegrowthrateisover8%ayearandthenumberofcruisepassengerswas14millionin2005,whichwastentimesmorethanthatin1980(Dwyer&Forsyth,1998;Kwag&Lee,2009).Withdramaticgrowthofthecruiseindustry,themarketenvironmentisgettingcompetitiveandappearstobesaturatedbecauseofovercapacity(DelaVina&Ford,2001;Kwortnik,2006).Thisisbecausemostofthe

cruisemarketisbaseduponNorthAmericaandtheregionalmarketshareaccountsfor85%ofthetotalcruisemarket.Astrategicefforttooccupythecompetitivecruisemarketcanberepresentedinthenumberofnewlylaunchedcruiseshipsbecauseaqualitystateroom,upscalecruisefacilities,andstableroomsupplyareessentialforsuccessfulbusinessinthecruisetravelmarket,andthesesuccessfactorscanbeachievedbylaunchingnewcruisevessel.Forinstance,majorcruiselinershavelaunchedabout100newcruiseshipsfrom1996to2004,tryingtoattractpotentialcustomers,occupyingagrowingmarketshareanddevelopingnewmarketsegments

(Lobo,2008).Recently,theAsiancruisemarkethasbeenhighlightedasanewemergingmarketinthecruiseindustry.Currently,theAsiancruisemarkethas5%oftotalcruisemarketshare,buttheAsiancruisemarkethasgreatpotentialasanewlocomotivetosustainthecruiseindustrybecauseariseinnationalincomeinAsiancountriescancauseadramaticincreaseofAsiancruisetravelers.InEastAsia,HongKongisamajorhubforaninternationalflightandinternationalcruiseliners.ThecityisattractinganumberofwesterncruisetravelerstoAsiacruisetravel,andHongKongisalsoabaseformainlandChinesecruisetravelers.ThenumberofthecruisetravelersfromHongKongalone459,000in2007,whichismorethandoublethanfrom201,000in2005(Stanley,2008).However,theAsianmarkethasbeenstillunderdeveloped,andthemarketneedsmoreinvestmentandmarketingresearchontheAsianmarket(Kwag&Lee,2009).

LITERATUREREVIEWThetourismindustryisservicebasedindustry,andthecruisetravelandcruiseshipitselfcanbeviewedasafloatingresortandtourismdestination.Therefore,servicequalityissueisoneofmostimportanttopicsforcruisemarketersbecauseagoodservicequalityandconsumer’ssatisfactioncanguaranteebusinesssurvivalatleastintheserviceindustry.Consequently,thehospitalityandtourismindustryhavefocusedonservicequalityimprovementandcustomers’satisfaction.ServicequalityAgreatdealofservice-qualitystudieshavebeendoneinlastthreedecades,andmostoftopicshavebeencenteraroundefficientandaccuratemeasurementofservicequality(Ladhari,2008;MartínezCaro&MartínezGarcía,2008).Thisisbecausemeasuringaservicequalityisastartingpointtoresearchconsumersandconsumers’perceptiononserviceexperience.Intheserviceindustrycontext,servicequalitycanbeviewedasperceivedservicequalityanditcanbedefinedas“theconsumer’sjudgmentaboutanentity’soverallexcellenceorsuperiority”(Parasuraman,Zeithaml,&Berry,1988).Developedmeasurementinstrumentsaremainlybasedonidentifiedconsumers’perceptiononconsumptionexperience.Forexample,Parasuramanetal.(1988)conductedthemostinfluentialstudiesonservicequality,whichwasdevelopingtheSERVQUALinstrument.TheSERVQUALinstrumenthadhadtenperceiveddimension,butParasuramanetal.refinedSERVQUALmeasurementitems,achievingfivedimensionsofperceivedsurveyquality.Thedimensionswerelabeledas“Tangibles”,“Reliability”,“Responsiveness”,“Assurance”,and“Empathy”.Theinstrumenthasbecomeafoundationofservicequalitymeasurementinstrumentsinvariousindustrysetting.Oneofdistinctfeaturesisthattheinstrumentcomparesbetweenconsumers’expectationandrealizedperformanceofspecificservice.However,thisapproachhasbeenchallengedbysomealternativemeasurementapproaches.ServicequalityinthehospitalityandtourismindustryInthehospitalityandtourismindustry,theperceptionofservicequalityhasbeenwidelyresearchedandfocusedbecauseitisimperativeformarketerstoknowhowconsumersfeelaboutservicelevelinthehospitalityandtourismindustry.Inordertomeasureconsumers’satisfactionandaperceivedservicequality,theSERVQUALinstrumenthasbeenintroducedandmodifiedinspecificindustrysetting(Badri,Abdulla,&Al-Madani,2005;Engelland,Workman,&Singh,2000;Frochot&Hughes,2000;Khan,2003;Knutson,Stevens,Wullaert,Patton,&Yokoyama,1991;Raajpoot,2002;Stevens,Knutson,&Patton,1995;Tkaczynski&Stokes,2010).For

example,Knustonetal.(1991)tailoredtheSERVQUALintothelodgingindustryandgeneratedLODGSERVinstrumentinordertomeasureconsumers’expectationforservicequalityinthelodgingindustry.Khan(2003)examinedecotourists’theservicequalityexpectationbyusingmodifiedtheSERVQUALinstrument,namedasECOSERV.Itwasfoundthattouristshaveuniqueadimensioninservicequalityexpectationateachtourismindustrysetting.Stevensetal.(1995)andRaajpoot(2002)triedtomeasureconsumers’servicequalityinthelodgingindustrysettingbymodifyingtheSERVQUALinstrument.Theygeneratedmodifiedversionsoftheinstrument.DINESERV,whichwasgeneratedbyStevensetal.,wasgeneralversionoftheSERVQUALinrestaurantsindustry,andTANGSERV,whichwasproposedbyRaajpoot,wasfocusedonspecifictheSERVQUALdimension,tangiblequality.

METHODOLOGYAquestionnairewasdevelopedbasedonpreviousempiricalstudiesandSERV-PERVALperceivedvaluemeasurementinstrument.Thesurveyinstrumentconsistsofmainlyfourparts,whichareperceivedquality,perceivedvalue,satisfactionlevelandbehavioralintention,anddemographicvariables.ThisresearchextendedtheSERV-PERVALinstrumentbecausetheinstrumenthasjustfourperceivedqualityitemsandtheyaretoogeneraltomeasurecruisetravelers’perceptiononcruiseexperience.Qu(1999)providedcruisetravelattributeitems,whichconsistsoffourdimensionssuchas“Accommodation”,“FoodandBeverage”,

“Entertainment”,“Otherfacility”,and“Staff”.BecausetheattributeitemshaveuniquenessandsimilaritywithSERVQUALinstrumentatthesametime,theattributeitemsweremergedintoSERV-PERVALinstrument.ThesamplewascollectedfromcruisetravelersofaKoreancruiseliner.Theconveniencesamplingwaschosenbecauseoftimeandcostlimitations.Twotrainedinterviewersvisitedamediumsizedcruiseship,thePenstarHoney,anddistributedquestionnaires.Questionnaireswereplacedin200cruiseshipcabins.Afterrespondentscompletedthesurveyvoluntarily,thequestionnaireweregatheredatthereceptiondeskofthecruiseship.Atotalof140questionnaireswerecollectedbetweenMayandJunein2008.Participantsweresampledoneightseparate3-dayand4-dayvoyageswithvariousdestinationssuchastheKoreannationalmarinepark,OsakainJapanandBebu,whichisafamousJapanesespadestination.Thesamplesyielded117usableobservations.Anexploratoryfactoranalysiswasfirstperformedsothatunderlyingdimensionsofeachconstructwererevealed.Basedresultsofexploratoryfactoranalysisoneachconstructlikeperceivedqualityandperceivedvalue,fourperceivedqualitydimensionwereidentifiedandthreeperceivedvaluedimensionswereobtained.Thesesub-dimensionsofperceivedqualityandvaluecomposedoverallperceivedqualityandvalueconstructforcruisetravel.SPSSversion18andSTATA10wereusedtoconductexploratoryfactoranalysisandregressionanalysistoexaminetherelationshipbetweenhypotheticalrelationshipsbetweenconstructs.

RESULTSAccordingtothefactoranalysisresultsinTable1,perceivedqualityhasfourdimensionsincludingcruiseshipfacilities,foodandbeverageservice,entertainment,andcrew’sservice.Perceivedvalueconsistsofthreedimensionssuchasemotionalresponse,perceivedprice,andbehavioralpriceandreputation.Eachconstructhassubdimensions,whichmeansthatcruisetouristsrecognizetheircruisingexperiencebasedonfourdimensionslikefacilities,foodandbeverage,entertainment,andstaffaswellasthetouristsvaluetheirexperiencebytwoconstructsperceivedqualityandperceivedvalue.

Table1

ExploratoryFactorAnalysisResultsforPerceivedQualityoftheCruiseExperience

Sub-dimensionsoftwoconstructsaremeasuredbymultiplesurveyitems.Exploratoryfactoranalysisprovidesconstructreliabilityfordeterminingwhethersurveyitemsaresuitableformeasuringthesubdimensionsandconstructs.Itemswithfactorsloadingarelessthan.5wereeliminatedtorefinesurveymeasurementitems.Meanvalueofeachsurveyitemsrepresentcruisetourismservicequalityindex,andmostofthemeansrecordedhigherthan5,indicatinghighqualityofcruiseserviceexperience.Resultscanshowthatcruisetouristsaremorelikelytohavepositivecognitiveimageoncruiseexperienceandcruiseshipbrand.InTable2,itwasshowedthatperceivedvalueconstructhasthreedimensionsincludingemotionalresponse,perceivedprice,andbehavioralpriceandreputation.Petrick(2004)suggestedthattheperceivedvalueconstructhasfivedimenstions,whichincludedperceivedqualityasapartoftheconstruct.However,inthisstudy,researchersspecifiedperceivedqualityasindependentpartoftheconstructwhentheperceivedqualitywasmeasuredbecauseasurveyinstrumentwasdevelopedtomeasureservicequalitymorespecificallythanoriginalSERVPERVALinstrument.CONCLUSIONThisstudyaimstoexploreAsiancruisetravelers’cruiseexperienceanditsmultidimensionalperceptionsofcruisingexperienceaswellastheeffectoftravelers’perceptionsonsatisfactionandbehavioralintention.InordertomeasureAsiantravelers’multidimensionalperceptions,surveyitemswereadaptedfrompreviousempiricalstudy,theSERVQUALinstrumentsandtheSERV-PERVALinstrumentitem.Anon-boardsurveywasconductedoneightseparate4-daysvoyagesoftheFarEastAsiain2008.Exploratoryfactoranalysiswasperformedfirsttoidentifytravelers’multidimensionalperceptionsontravelexperienceandservicequalityincruisetravle.

Subsequently,aregressionanalysiswasconductedsothatresearchersexaminehowthetravelers’perceptionofcruisetravelexperienceaffectstourists’satisfactionandbehavioralintention.對旅游者旅游體驗感知的探索——以亞洲郵輪游客為例摘要本研究旨在探討亞洲郵輪旅客旅游體驗的的多維度感知，以及游客的滿意度和行為意向對感知形成的影響。為了衡量亞洲郵輪游客的多維感知，調查項目被SERVQUAL和SERV-PERVAL所收入。本文首先對游客旅游體驗的多維感知進行探索性因子分析。隨后，研究人員進行了多元回歸的研究，了解游客感知是怎樣影響游客的滿意度和行為意向。統計結果表明，亞洲郵輪旅客的旅游體驗分為二維感知，即看法和感悟，分別可以命名為“感知質量”和“感知價值”。感知質量有四個組成部分，它們分別是“基金”，“F＆B”，“娛樂”和“工作人員”；而感知價值由三部分組成，包括“情緒反應”，“價格感知”和“行為的價格和信譽”。根據統計結果，游客旅游體驗感知確實影響著旅游的滿意度和旅客的行為意向。緒論郵輪業在國際旅游產業中發展勢頭迅猛。據郵輪國際協會（CLIA）稱，其平均增長率較去年增長8％，郵輪乘客人數達到14萬，較2005年增長了十倍以上（德懷爾，福賽斯，1998；Kwag，李，2009）。隨著郵輪業的急劇增長，市場環境變得越來越有競爭力，并出現了產能過剩的飽和狀態（德拉維娜，福特，2001；Kwortnik，2006）。這是因為大多數的郵輪市場來自北美地區，其市場份額占總郵輪市場的85％。當下戰略性搶占郵輪市場常常用新推出的游輪數量來表示。優質的客艙，高檔游船設施，穩定的房間供應決定了郵輪旅游市場成功與否，而這些因素均可通過推出新的游輪來實現。舉例來說，目前主要的郵輪企業在1996至2004年間推出了約100個??新的游輪，試圖吸引潛在客戶，占領市場份額，并努力開發新的細分市場（路寶，2008）。亞洲郵輪市場凸顯成為郵輪業的一個新興市場。目前，雖然亞洲郵輪市場只占總郵輪市場份額的5％，但亞洲郵輪市場具有很大的潛力，其作為火車頭，可以繼續穩定促進郵輪業的發展，亞洲國家國民收入的增加會直接導致亞洲郵輪旅客的急劇增加。比如在東亞，香港是國際航班、國際郵輪的主要樞紐，這個城市吸引了許多西方郵輪游客到亞洲進行郵輪旅游，同時香港也為中國內地郵輪游客提供了設施基礎。2007年香港的郵輪旅客達到459000人次，較2005年的201000人次增長了兩倍多。然而，亞洲市場還處于很不發達的階段，因此需要根據市場需求，在亞洲市場進行更多的投資和市場研究。文獻綜述旅游業屬于服務業的一種，郵輪旅游和郵輪本身可以被看作是一個浮動的度假和旅游目的地。因此，服務質量問題是郵輪營銷最重要的議題之一，因為提供良好的服務質量，提升消費者的滿意度才可以保證企業在服務行業中立于不敗之地。因此，酒店及旅游業都需要集中提高服務質量和客戶感知即滿意度。服務質量對于服務質量這一議題，在過去三十年里已經有大量的研究和著述，大部分的話題圍繞服務質量的有效和準確計量（Ladhari，2008年，馬丁內斯和卡洛·加西亞·馬丁內斯，2008）。這是因為對服務質量的測量是研究消費者和消費者對服務體驗感知的起點。在服務行業方面，服務質量可以被看作是顧客感知質量，它可以被定義為（巴拉蘇羅，曼爾，莓果，1988）：消費者關于實體的整體卓越程度和對優勢的判斷。根據消費者對消費的體驗感知，還可以開發測量儀器。例如，巴拉蘇羅（1988）基于SERVQUAL工具，進行了對服務質量最有影響力的研究，該儀器SERVQUAL已經具有十個感知層面，巴拉蘇羅基于SERVQUAL測量項目，實現了感知調查的五個方面，分別將其標記為“有形”，“可靠性”，“響應”，“保證”，和“同情”。該儀器已成為各個行業分析研究服務質量測量的工具。其中一個明顯的創新之處是：對消費者的期望和特定服務的實現性進行了比較。但是目前這種比較也遭到了一些新型測量方法的挑戰。酒店和旅游行業服務質量目前酒店和旅游行業的服務質量感知得到了廣泛的關注和研究，當務之急是了解消費者如何看待酒店以及旅游行業的服務水平。為了衡量消費者滿意度和感知服務質量，SERVQUAL儀器應運而生，并在特定行業進行設定和修改（巴德里，阿卜杜拉和阿爾，2005；Engelland；Tkaczynski，斯托克斯，2010）。例如，Knuston（1991年）基于住宿行業量身定制了SERVQUAL，以衡量消費者對住宿業服務質量和期望，得到LODGSERV儀器。汗（2003）通過修改儀表SERVQUAL，得到ECOSERV考察儀器，以測試生態旅游